Green Tomato is a Hong Kong based innovation consultancy founded in 2003. They specialise in developing mobile enterprise solutions and creation of great mobile apps that have won awards. Green Tomato is a winner of several technology and marketing awards including Asia Pacific ICT Alliance Grand Award winner and Red Herring Global 100.
Green Tomato developed TalkBox a proto-OTT voice messenger solution before WhatsApp and WeChat came along. TalkBox has since moved way from being a consumer product to become an enterprise push-to-talk (PTT) competitor. More recently Green Tomato have done a lot of work on the integration of mobile apps, with ‘other screen content’. They have done great work on digital retailing experiences in Hong Kong. Unfortunately their work has been ahead of its time and risks eclipsed by other people building on the likes of iBeacon.
I particularly like the Green Tomato Pointcast demo below. It was done for Coca-Cola Hong Kong. The app works with a Coca-Cola video advert to increase engagement. It could be applied just as easily with with traditional media like cinema or TV advertising or new video advertising formats on YouTube or YouKu. It makes the advertising spend work harder which is one of the key reasons why Mondelez are so excited by mobile marketing.
It also helps make traditional media brand building AND brand activation as well.
The challenge with this technology is that it makes the job of creative directors harder. Interaction becomes a key part of the experience rather than just a story amplifier. The technology is less amenable than social media to be bolted on to the side of a campaign like a rocket motor. On the plus side, it protects creative by providing additional arguments for continued traditional media. The innovation side of things will be an effective bulwark against the media agency skewing plans towards digital because its more profitable. For more content like Green Tomato click here.